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The Effects of M-CRM Characteristics, Market Orientation on Customer Loyalty and the Moderating Role of Relationship Length in Insurance Companies
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 Title & Authors
The Effects of M-CRM Characteristics, Market Orientation on Customer Loyalty and the Moderating Role of Relationship Length in Insurance Companies
Jung, Chul-Ho; Jung, Duk-Hwa;
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This paper aims to examine structural relationship between the influence factors of customer loyalty, hypothesizing that m-CRM characteristics, market orientations, relationship quality and relationship length plays a crucial role in achieving customer loyalty in insurance companies. Total of 255 valid sample data were used to test study hypotheses. By using Structure Equation Modeling(SEM) method, the results show that m-CRM characteristics and customer orientation significantly influence to relationship quality except competitor orientation and all relationship quality are very significantly influence to customer loyalty being consisted of customer retention and word of mouth effect. In addition, the modulation effect of relationship length is confirmed about relationship between relationship quality and customer loyalty. A real situation we conducted our research may enable academics and practitioners to understand the antecedents and outcomes of m-CRM implementation in terms of market orientation.
m-CRM Characteristics;Market Orientation;Customer Orientation;Competitor Orientation;Relationship Quality;Relationship Length;Customer Loyalty;
 Cited by
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